MMK710 - Fundamentals of MarTech
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Andrea Vocino |
| Cohort rule: | Nil |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Typical study commitment: | Students will on average spend 150 hours over the trimester undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1 hour recorded lecture and 1 x 2 hour on-campus (livestreamed) seminar (recordings provided) each week.
|
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1 hour recorded lecture and 1 x 2 hour online seminar (recordings provided) each week. |
Content
The rapid transformation of the way marketers interact with consumers and intermediaries, demands a new breed of marketers. This breed of marketers is required to draw together multiple sources of evidence, technology, and marketing interactions into a cohesive and well-integrated marketing strategy. This is the world of MarTech – the future of the way marketers will work. There are three essential, interrelated skills needed to be effective in the world of MarTech. The first is a deep customer-centric understanding of market behaviour, particularly linked to the various touchpoints that customers have with any marketing organisation. The second is the ability to synthesise processes, people, stakeholders, analytics, and technologies within a MarTech stack that enables efficient and effective decision-making. The third is about actionability, or the capability of combining the first two skills into improved decision-making. It is crucial that marketers of the future be comfortable working with and across a vast set of marketing technology platforms. This unit provides an overview of the future of MarTech, and presents a variety of topics relevant for identifying, designing, implementing, and leveraging appropriate marketing technologies for marketing decisions. In this unit students will learn about various marketing data requirements and will be able to identify and apply optimal MarTech solutions to a broad range of marketing activities, such as customer experience and relationship management and customer engagement.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Identify the marketing technology specifications/architecture that best match the needs of a marketing organisation and communicate these to stakeholders. | GLO1: Discipline knowledge and capabilities GLO2: Communication |
| ULO2 | Explain the marketing data requirements that guide marketing decisions and that optimise customer interactions with marketing organisations. | GLO1: Discipline knowledge and capabilities |
| ULO3 | Evaluate MarTech solutions for a broad range of marketing activities and devise, recommend and justify an optimal solution. | GLO4: Critical thinking |
| ULO4 | Analyse the basic regulatory requirements in the MarTech landscape and determine how they relate to consumer consent, privacy, and ethical firm behaviour. | GLO8: Global citizenship |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year.
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Continuous Program Based Assessment | Equivalent to 2000 words | 50% | Weeks 9, 7, 9 & 11 |
| Assessment 2: (Group of 3) Case study | Part A: 3000 words Part B: 10 minutes | Part A: 40% Part B: 10% | Week 11 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below:MMK710 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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